Video Project Guide

Here's some statistics about the power of video...

• 82% of all consumer internet traffic is video 

• 72% of customers prefer learning about a product or service via video

• 84% of customers have been convinced to purchase by watching a video

• 86% of businesses use video as a marketing tool 

• 88% more time is spent on websites that have videos

• 12x more video shares on social than text and images combined

Source: https://invideo.io/blog/video-marketing-statistics/

Before you engage with a creative consultant, it saves time when you come prepared with at least the following 5 key considerations to act as a briefing framework. This helps ensures any solutions provided will more likely fit with what you want to achieve.

Step 1.
Set your project objective. What's the outcome of success?

Step 2.
Be clear on your audience. Who are they? Where will they watch?

Step 3.
What is the value proposition or offer you wish to promote?

Step 4.
What is the action you want them to take?

Step 5.
What's most important for you? Quality, Timing or Costing? You can pick two, not three!

Video is a rich canvas to tell unique stories that can build trust and shift brand reputations. But what style of video will work best?

1. Animation - Good for explaining new, or complex messages in a simple way. Often educational in message. Can suit lower budgets depending on level of animation.

2. Stock (existing footage from a library) - Suited to conveying big ideas. Can be cost effective in expressing a more diverse range of visuals and messaging. Note: other companies may also use the same footage.

3. Interviews - Suited to showcasing genuine brand experiences by real people; customers or employees expressing testimonials or sharing expertise or a leader setting a vision. Usually filmed in a workplace but can be outdoors or in studio.

4. Live action featuring Employees - Suited to expressing authenticity, conveying a real experience, that brings a testimonial to life with action. Usually filmed in the workplace.

5. Live action featuring Actors - Suited to expressing human emotion, conveying a feeling about your product, service or brand. Can be in studio or on location.

6. Hybrid - A mixture of some, or all, of the above styles. You would generally pick the main style and supplement with smaller elements from other styles. This style can be suited to expressing different types of messages in the one video.

These are the three main stages to Video Production. There's a lot of creative and logistic elements that need to align for a successful project.

PRE-PRODUCTION - All the ideas and planning
• Creative Concepts • Scripts • Storyboards • Shoot Schedule • Sourcing Location and Props • Casting

PRODUCTION - The actual video shoot
• Studio • Videographer • Director • Producer • Crew including lighting, sound, hair and make-up • Lighting • Talent (actors or employees) • Catering

POST-PRODUCTION - Bringing all the elements together
• Sourcing or Composing Music • Creating Graphics and or Animations •  Editing • Art Direction • Voiceover • Captioning

So what does ‘good video’ look like? Is it high production values, or celebrity faces? Consumer insights from Google reports that “audiences are saying good content is: Relevant to them, intellectually and sensorially stimulating and emotionally resonant.” At the end of the day, if you want content that connects with your audience the most value comes from a story well-told. 

There is a lot that goes into producing a video from start to finish. And each step needs to be well considered and 'approved' before we move onto the next step, as changes later in the project can be very costly. Key milestones for our clients are; Concept Approval > Script Approval > Storyboard or Moodboard Approval > Casting/Location Approval > Props/Wardrobe Approval > Schedule Approval > Shot Approval > Music/Graphics/Voiceover Approval > Final Edit Approval including captions.

It's always better to engage with your creative consultant sooner rather than later - especially if you have an event or hard deadline you need to work towards. Having a detailed project plan from the start will help set expectations and keep your project on track.

Below we have included some examples of different types of videos and their indicative price-points and inclusions. It's a great starting point to help you consider what might be the most appropriate type of video and budget to meet your project objectives.

Since 2009, we’ve been helping some of Australia’s leading businesses create more belonging for their brands. So who are we? We’re purpose-led (to create belonging) and values driven. We’re local. Down-to-earth. We believe in the power of big ideas and asking great questions. We’re big on strategy before design. We do work that works. And that's just the beginning...